Case Study
Law Office of A. Holland Houston
KBA award-winning Louisville family law attorney — and her homepage still says “2.2 million will marry in 2022”
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The Evidence
The very first paragraph on the homepage reads, in present tense, in 2026: '2.2 Million people will marry in 2022 as projected by the New York Times.' That projection is four years old. It describes history, not the present — but it's still live, still written in future tense, and still the first thing a prospective client reads.
It's 2026. That four-year-old statistic is the first thing a prospective client reads — and it signals immediately that this site isn't being maintained.
The Attorney
A. Holland Houston is a Louisville family law attorney and mediator with 20+ years of experience in Jefferson County. Her credentials are genuinely impressive: she's a recipient of the KBA Nathaniel Harper Award, former chair of the Louisville Bar Association's Human Rights Section and Family Law Section, founder of Warrior Women Win and Greater Louisville Outstanding Women, and a committed advocate for gender-neutral parenting.
She is one of the more accomplished solo family law practitioners in the Louisville market. Her credentials justify real trust — a KBA award is not a participation trophy. The problem is that her website buries all of it.
The Problem
Here's what a prospective divorce or custody client reads when they visit kyfamilylawyer.com:
A Four-Year-Old Statistic as the Opening Line
The very first paragraph on the homepage reads, in present tense, in May 2026:
“2.2 Million people will marry in 2022 as projected by the New York Times.”
That projection is four years old. It describes history, not the present — but it's still live, still written in future tense, and still the first thing a prospective client reads when they land on the site. For someone facing a divorce or a custody battle, the signal is immediate: this site hasn't been updated in years.
Extraordinary Credentials, Buried
The KBA Nathaniel Harper Award, former bar section chair roles, the organizations she founded — these are the kind of credentials that close the sale before a consultation. They appear, if at all, deep in an affiliations list that most visitors never scroll to. The homepage leads with a stale NYT statistic instead of “KBA award-winning Louisville family law attorney.”
No Phone Number Above the Fold
A person researching a divorce attorney wants to see a phone number immediately. It signals availability and confidence. On this site, the number isn't visible until the visitor scrolls — on a page where most won't.
No Practice Area Pages
Houston handles divorce, child custody, mediation, and domestic violence cases — but there are no dedicated pages for any of them. A potential client who wants to know if Houston handles their specific situation has no place to look. They move on to someone whose site actually explains what they do.
What We'd Build
Pitchcraft built a spec concept for what Houston's site could look like. Here's the vision:
A Homepage That Leads With Her Awards
A clean, credibility-first homepage with the KBA award and 20+ years of experience above the fold — not buried in an affiliations list. Copy written in the present tense, with no stale statistics, that speaks directly to someone navigating a divorce or custody situation. A phone number and consultation CTA visible immediately.
Practice Area Pages That Answer the Question
Dedicated pages for Divorce, Child Custody, Mediation, and Domestic Violence — each explaining what Houston does, how she approaches that case type, and how to get started. A potential client who arrives from a Google search for “Louisville custody attorney” lands on a page specifically about custody. Not a generic homepage with a 2022 statistic.
An Attorney Bio That Does the Work
A full bio page with her credentials, awards, section chair history, founded organizations, and philosophy on gender-neutral parenting advocacy — everything that makes her one of the most accomplished solo family law practitioners in Louisville, presented prominently rather than buried. When a client reads this before the first call, they arrive trusting her already.
Consultation CTA on Every Page
A phone number and “Schedule a Consultation” button visible on every page of the site — not just the contact page. When someone is ready to make the call, the call should be one tap away regardless of where they are on the site.
Copy That's Current and Present-Tense Throughout
Every piece of content on the site reviewed and updated to be accurate, current, and written for someone making an important legal decision in 2026 — not someone reading a 2022 New York Times projection.
Spec Redesign Deliverables
- ✓Redesigned homepage with current copy (no stale 2022 statistics)
- ✓Built practice area pages: Divorce, Child Custody, Mediation, Domestic Violence
- ✓Created a proper attorney bio page with her full credentials and awards surfaced prominently
- ✓Added above-the-fold phone number and consultation CTA on every page
The Opportunity
Family law clients are making life-changing decisions under significant stress. They're evaluating attorneys carefully — looking for competence, trust, and someone who understands their situation. A stale statistic from 2022 doesn't earn that trust. A KBA award does.
Houston's credentials are real. Her experience is real. Her track record is real. The only thing that's broken is the presentation — a site that buries its best assets and leads with evidence of neglect.
She doesn't need a rebrand. She needs a site that finally reflects the attorney she's already become.
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